The Smart Sell

Using the right approach to energy efficiency upgrades can mean the difference between success and failure for a home performance contractor.

Peruse any magazine rack and it’s a trend that can’t be missed: Going green has never been more hip. Cover after cover declares inside expertise on how to be more environmentally friendly. And the focus of these stories is often the home. Many building and renovation industry professionals see this trend as a new arena for sales and a fresh way to market their products and services. It seems admirable, but it’s more complex than one might realize.